The Tech Marketing Podcast

Have a great point of view to add? Send us a text with your thoughts! Stop designing for portals, design for people In this episode of The Tech Marketing Podcast, we welcome back Karen Hartsell, Senior Director of Global Partner Programs at Ericsson Enterprise, to unpack the insights from the first PartnerTech X event. Listen as they explore the rise of partner-specific technology, the growing influence of AI, and why partner experience is finally getting the attention it deserves. Karen explains why technology is finally catching up to the ambition of modern partner programs. But that doesn’t stop at strategy, it's time for a complete rethink on execution, including rethinking the traditional partner portal in favour of more intuitive, intelligent interactions.

Have a great point of view to add? Send us a text with your thoughts! In this episode of The Tech Marketing Podcast, Jon Busby is joined by Seb Tyack as they prepare to exhibit at the first ever PartnerTech X event. Seb, MD of Channel Solutions at Twogether, shares his expertise on how partner experience, ROI measurement, and AI are shaping the future of channel technology. Jon and Seb explore the idea that partner tech isn’t just about capability—it’s about usability, intentionality, and service. If you’re preparing for PartnerTech X or rethinking your ecosystem strategy, this conversation will leave you with actionable insights and a renewed appreciation for simplicity and data-led decisions.

Have a great point of view to add? Send us a text with your thoughts! The crossroads for B2B marketing leaders. This week on The Tech Marketing Podcast, Joel Harrison, Founder of B2B Marketing joins Twogether's Minaz Tejani for a candid conversation on the state of our industry. Unpack what many may be thinking but few are saying: B2B marketing is being redefined. As brands request more flexibility, strategic value and genuine creativity, the old playbook needs a refresh. Joel offers a compelling look at how agencies must evolve, becoming leaner, bolder and more collaborative. Curious about The Growth Trifecta? Discover how aligning brand, demand and ABM can create marketing magic.

Have a great point of view to add? Send us a text with your thoughts! Signals over leads. Talent over tech. Confidence over conformity. Therese Parkes, Vice President, Global Market Development and Growth at Udacity, is welcomed back on this week's episode of The Tech Marketing Podcast. With insights sharpened by her shift from tech giant advisory roles to hands-on enterprise transformation. Therese and Jon explore how the B2B buyer journey is changing, why signals matter more than leads, and how AI needs more than just adoption—it demands culture, process, and talent alignment. If you're wrestling with digital transformation or evolving your go-to-market in an AI-driven world, this episode is essential listening.

Have a great point of view to add? Send us a text with your thoughts! Ready to ignite your brand story? Jaymi Bauer, a consulting CMO at Pentaho and a Tedx presenter, joins Twogether's Minaz Tejani and Vicki Sleath on this week's episode of The Tech Marketing Podcast. Listen as Jaymi dives into the importance of finding and telling your company's true narrative-without the cookie-cutter approaches that crowd B2B marketing. Revealing why establishing an authentic brand personality isn't just cosmetic but a core element of attracting top talent, growing your customer community, and building lasting trust in a competitive landscape.

Have a great point of view to add? Send us a text with your thoughts! Effective storytelling is at the heart of impactful B2B marketing. Jump into this week's episode of The Tech Marketing Podcast to hear Rebecca Mackenzie, Global Director of Product Marketing at Salesforce. Hear Rebecca explain how cultural differences shape communication, how to tailor messaging for different audiences, and why confidence is the game-changer in marketing and leadership. Whether you're speaking to a global audience or making a pitch to your C-suite, knowing how to frame your message can be the difference between being heard and being ignored.

Have a great point of view to add? Send us a text with your thoughts! AI is transforming the way we work, but in B2B sales, the fundamentals remain the same—trust, relationships, and value-driven conversations. This week on The Tech Marketing Podcast, Adam Brown, Head of Channel Sales at Samsung, joins the conversation to explore how AI can enhance efficiency and insight—but why it will never replace the human connection that closes deals. We dive into AI’s potential to reshape sales, the challenge of maintaining authenticity, and why critical thinking and storytelling are more important than ever.

Have a great point of view to add? Send us a text with your thoughts! Beth Redpath Katz, Senior Director and Regional Partner Marketing Lead at BMC Software, returns to the Tech Marketing Podcast to discuss the evolution of B2B marketing. She dives into the shift from MQLs to activated buying groups, the role of AI-driven lead qualification, and the growing importance of hyper-personalization. This insightful conversation explores how data, collaboration, and emerging technologies are reshaping the marketing-sales relationship, offering actionable insights for senior marketers aiming to stay ahead in a rapidly changing industry.

Have a great point of view to add? Send us a text with your thoughts! In this episode of the Tech Marketing Podcast, Tina O'Dell, Director & Chief of Staff & Global Channel Marketing at Juniper Networks, shares invaluable insights from her 25+ years in the tech industry. Tina discusses the evolving role of technology vendors, the importance of strong channel relationships, and how AI is shaping the future of marketing. She also introduces her newly developed Channel Marketing Playbook—a comprehensive guide packed with practical advice for marketers looking to excel in the channel space. Access the playbook at: This episode is a must-listen for B2B tech marketers aiming to drive meaningful channel results in 2025 and beyond.

Have a great point of view to add? Send us a text with your thoughts! Recover from your hangover, and kick off the New Year with a bit of festive nonsense. Join your favourite duo Jon & Harry, and special guest, Producer Nia, for a run-down of their favourite episodes and clips from 2024. The TTMP crew would like to say a HUGE thank you to all our amazing guests for joining us on the podcast this year and also apologise in advance for the chaos that is this episode. Happy New Year!

Have a great point of view to add? Send us a text with your thoughts! In this episode of the Tech Marketing Podcast, we explore the key to successful technology-driven transformation in the B2B space. Michael Maas, SVP Europe joins us to discuss why most transformation initiatives fail and how businesses can overcome these challenges with a focus on change management, AI integration, and customer-centric strategies. Discover how listening, seamless workflows, and a connected ecosystem can unlock real value and transform not just systems, but entire customer experiences.

Have a great point of view to add? Send us a text with your thoughts! In this episode of The Tech Marketing Podcast, seasoned CMO, Siew Ting Foo, joins us again to discuss her recently authored book: 'Building brands with soul: The CMO playbook'. Discover how purposeful brands drive emotional connections, inspire progress, and deliver societal impact. Dive into actionable frameworks for creating soulful marketing strategies, fostering internal and external communities, and navigating organizational transformation. Tune in now, wherever you get your podcasts.

Have a great point of view to add? Send us a text with your thoughts! Uncover the keys to driving impact in a tech-driven world. Join Jon Busby and Minaz Tejani as they continue their chat with Cat Dutton, VP of Global Marketing at Pegasystems. The conversation explores how to drive real marketing impact through alignment with sales, setting meaningful KPIs, and fostering creativity even in tech-heavy environments. From initiatives like PegaFest to navigating event follow-ups, this episode highlights practical approaches to balancing innovation and measurable results. We also explore the potential of AI as a powerful tool for enhancing productivity and generating deeper insights. Tune in now!

Have a great point of view to add? Send us a text with your thoughts! Cat Dutton, VP of Global Growth Marketing at Pegasystems takes centre stage to share her wealth of experience, including leadership roles at major B2B tech companies like Fujitsu and Atos. The first part of two episodes, this conversation dives into Cat's background and Pega's strategic approach to growth marketing, by blending ABM and demand generation. Tune in now, wherever you get your podcasts.

Have a great point of view to add? Send us a text with your thoughts! Turning data into gold... In this episode of the Tech Marketing Podcast, Jon Busby, Michele Reale, and Jonathan Sedger break down the magic of our latest event—where we revealed how first-party data, when used right, can be your secret weapon for achieving ambitious company growth. They walk you through a simple yet powerful five-step framework: Acceptance, Analytics, Activation, Automation, and AI. Other key takeaways? It’s all about high-quality data for AI success and reimagining your content strategy to build trust and lasting connections. Tune in now, wherever you get your podcasts!

Have a great point of view to add? Send us a text with your thoughts! Ksenia Ruffell, EMEA Head of Marketing for IDeaS Revenue Solutions, joins us on the podcast, to explore the evolving MarTech landscape and its impact on B2B marketing. Ksenia shares her unique career journey from a background in biochemistry and psychology to a leading role in marketing, and how her understanding of human behaviour has shaped her marketing strategies. We dive into the alignment of sales and marketing, the efficacy of MarTech, and the critical role of data and analytics in driving business results. And, of course, there's a little bit of AI thrown in for good measure. Listen to the full episode now!

Have a great point of view to add? Send us a text with your thoughts! Navigating the complex ecosystem of tech alliances. This week on The Tech Marketing Podcast we welcome Mike Smythe, Global Tech Alliances Marketing at Checkmarx, as he shares his expertise on building successful tech partnerships. Listen to the episode below and take away insights on themes including: Has this episode piqued your interest? Get in touch for the opportunity to take your ecosystem and alliances marketing to the next level!

Have a great point of view to add? Send us a text with your thoughts! Welcome Alex Lakin, Biddable Director at Encore, and fellow Twogetherer Michele Reale, Executive Media Director, as they dive into the world of B2B customer data. Listen to the episode below and take away insights on themes including:

Have a great point of view to add? Send us a text with your thoughts! This week on The Tech Marketing Podcast we invite David Evert, currently CRO at WeGo Golf and former channel chief and strategic alliances leader. David shares his inspiring story that brings together the technology, creativity and collaboration, that led to ground breaking conservation efforts. Alongside David we welcome back Amanda Fitzgerald, Head of Global Distribution and Marketing, listen as they discuss themes such as: Listen to the following episode and learn more about leveraging partnerships to drive innovation and create impactful solutions.

Have a great point of view to add? Send us a text with your thoughts! From resistance to alignment, unifying diverse stakeholders. Jon is joined this week by channel expert Karen Hartsell, Senior Director, Global Partner Programs & Success at Cradlepoint, alongside Amanda Fitzgerald, Head of Global Distribution and Marketing as they breakdown overcoming resistance, and driving innovation that leads to partner ecosystem growth. Take note of highlights such as: Listen to the following episode and take away insights on mastering stakeholder alignment and driving channel ecosystem growth.